55
fortnum and mason
Worth a lookShows low returns (0.1%), but soft demand (+0.8% this quarter) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Review moat
Incredible80.29avg incumbent reviews — the moat a new listing must climb
Avg price
Incredible£25.14avg listing price — sweet spot $15–$100
Price range
Great£12.96–£39.08cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Competition
Good50%top-5 click share — leaders hold, buyers still browse
Conversion
Okay2.8%search→purchase rate — share of searches ending in a sale
Brand share
Okay84%top-5 brand share — brands hold most of the demand
Market size
Okay£147K£147K/yr · 207K searches
Growth
Okay+0.8%90-day search growth — must beat 0% to launch